How to Get More Out of Your Customer Reviews

Customer reviews do more than just make you feel good – they’re powerful tools that can boost credibility, drive conversions, and support your wider marketing efforts. But too many businesses stop at collecting reviews and don’t put them to work.

In this post, we’ll break down how to repurpose your customer reviews across your marketing to build trust, add value, and ultimately help you win more business.

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Why Customer Reviews Matter

Online reviews influence buying decisions. Whether someone’s considering booking your service or comparing products, they’re looking for signals they can trust and customer feedback is one of the strongest.

According to BrightLocal, 98% of consumers read online reviews before engaging with a business. That trust factor makes reviews a key part of your digital presence, especially when you use them strategically.

Where to Repurpose Your Reviews

Here’s where reviews can make a real impact:

1. Social Media Content

Turn positive reviews into engaging posts. Share testimonials in static graphics, video reels, or carousels. Highlight different aspects of your offering – customer service, end results, speed, reliability – and match it to the message you’re promoting that week.

Tip: Pair the review with a behind-the-scenes photo, product shot, or outcome to bring it to life.

2. Website Trust Signals

Don’t just leave reviews buried on a 'Testimonials' page. Feature them prominently on key landing pages, service pages, and your homepage. Use them to back up your claims.

Try this: Add a scrolling review slider or Google Review widget to your website footer to keep trust front and centre.

3. Sales & Proposal Collateral

Including real feedback in proposals, capability statements, or quote documents helps reinforce credibility. It shows potential clients that others trust you and why they should too.

4. Email Marketing

Add short reviews or success stories to your email newsletters. Use them to support a specific offer, service, or piece of advice you’re sharing. This helps bridge the gap between education and evidence.

5. Google Business Profile (GBP)

Regularly updated Google reviews keep your GBP active and help boost your local search visibility. A steady stream of positive reviews builds your authority and improves your ranking in “near me” searches.

Don’t Just Show Reviews – Tell a Story

Individual reviews are great, but collections of feedback are even better. Look for themes and patterns across your reviews, and turn them into stories or case studies.

For example:

• “We love how responsive you are” – Show how your communication sets you apart.
• “The process was so smooth” – Highlight your onboarding or delivery approach.

This creates a compelling narrative that can be used across your website, email campaigns, or sales presentations.

Ask the Right Way (and Often)

To repurpose reviews, you need to collect them regularly. Make sure your process for gathering reviews is:

• Easy for customers (e.g. link directly to Google Reviews)
• Timely (ask shortly after a great interaction or delivery)
• Personal (explain how it helps your business)

Don’t forget to follow up. Most people are happy to leave a review, they just need a nudge.

Final Thoughts

Your customer reviews are full of marketing gold, don’t let them gather dust. By turning them into content, trust signals, and sales tools, you can amplify their value far beyond the initial feedback.

Start by choosing one channel, maybe your next Instagram post or homepage refresh and repurpose a recent review. You’ll be surprised how much impact a few kind words can make.

Ready to turn your customer feedback into content that actually drives results? Chat with the team at Digital Influence, we’ll help you make the most of every review.

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